As an advertising major, I argue heck NO, it really isn’t so! Is it completely changing, yes, yes it is and completely expected. Times change don’t they? Don’t we need to change with it?
So, let me repeat, Advertising is not dead; it needs to convert from a singular directional communication to a true conversation and become a more social dialogue with the consumer. Business will always be competing, that’s called enterprise and it’s a good thing, advertising and marketing will continue to live, flourish and be in more demand than ever in our society. Sigh of relief…
So what they heck do I mean “social dialogue in advertising?” It means digging deeper than ever before. Social media platforms are breeding grounds for knowing consumer desires, hearts, how they engage, what they are passionate about, and WOW we even get to truly interact with them! But, we really don’t have to stop there to connect with our potential customers. Interactions in the flesh help you learn about your consumer, engage in conversation, shake their hands, chit chat, write them a note, give them a helpful tip or resource and you will bring the passion and love back to your door! The point is that social media should teach us all about the incredible need for interaction with our customers.
HOWEVER, connecting in this fashion does not dismiss the need for traditional advertising, because the reality is, you cannot be in front of your customers 24/7, but advertising does allow for these opportunities. Businesses must consistently stay on top of your customer’s mind. Once you leave them, you will suffer the consequences. Brand loyalty we know is very low among Baby Boomers and GenX. GenY has a strong loyalty towards very specific brands only. They do dismiss advertising to a large extent, however they will see it and then question the product on social media and with their friends.
Advertising has to be smarter than ever and careful in its delivery. They are so many mediums for displaying your message, billboards, tv, radio, print, online, premium products, even your business cards. Direct mail for example has declined extensively. I might would argue this is the RIGHT time to reconsider a direct mail campaign. If everyone else were NOT sending a campaign, then wouldn’t your business stand out that much more? In my 20 years of experience, it’s more the message than the tactic that misses the mark. I say go ahead and strike the match and fire up your business with some good advertising strategies.
Advertisers need consumers and consumers still need advertisers. Aren’t there good things? Have you not been entertained? Are you not educated about products you wouldn’t otherwise know about?
I do advise inbound strategies, however outbound strategies are still effective but do need an update. New and improved strategies that are truly inspired by the CONSUMER, is the winning strategy.